Product Repositioning through Behavioural Science: Colgate’s Lessons in APAC

Behavioural science plays an essential role in understanding and influencing consumer decisions by leveraging pre-established beliefs and cultural contexts. Brands can tailor their communications to meet these beliefs, ensuring a profound connection with consumers. A notable example of this is Colgate’s strategic repositioning of their whitening toothpaste, Optic White O2, in the Asia-Pacific (APAC) region.

Understanding Cultural Nuances in Whitening

While tooth whitening is a popular trend globally, attitudes towards it vary significantly across Asia. Cultural beliefs influence these attitudes greatly. For example, in Thailand, showing white teeth during a meeting is a sign of respect, whereas in the Philippines, slightly yellow teeth are perceived as a sign of good health. These cultural differences highlight the need for brands to adapt their messaging to resonate with local beliefs.

The Challenge with Whitening Toothpastes

Despite the popularity of whitening products, there is a common belief across APAC markets that whitening toothpastes are harsh and can erode teeth. This perception posed a significant challenge for Colgate’s Optic White O2, which promises to whiten teeth in three days using active oxygen. After its 2022 launch, consumer reviews were mixed, with doubt about the product’s effectiveness and concerns about potential damage due to rapid whitening.

Farheen Romani, Colgate Palmolive’s head of insights for innovation and experience planning, reported that initial marketing efforts faced resistance. Consumers questioned the safety of whitening teeth quickly, associating it with harsh chemicals and potential damage. This skepticism necessitated a strategic pivot in Colgate’s marketing approach.

Leveraging Behavioural Science for Repositioning

Colgate partnered with a research company to delve deeper into consumer beliefs about whitening. By conducting studies in Thailand and India, and exploring beliefs in related categories like beauty and health, the team aimed to understand the underlying perceptions driving consumer behavior.

Key Findings and Strategy Shifts

1. Whitening Perceptions: The study revealed varied meanings attached to teeth whitening. In Thailand, white teeth are associated with respect and are maintained rigorously, while in India, whitening is reserved for special occasions like Diwali or weddings.
2. Positive View of Oxygen: Consumers generally viewed oxygen positively, associating it with health and cleanliness. However, they were unaware that the “O2” in Optic White O2 referred to oxygen.
3. Reframing Communications: The team shifted the product messaging from “scrubbing” to “lifting” stains with oxygen foam, emphasizing a gentle, non-abrasive approach. This small yet significant change helped align the product’s benefits with consumer beliefs.
4. Addressing Whitening Claims: The initial promise of whitening in three days was rephrased to “starts to work in three days.” This subtle adjustment made the claim more believable and less daunting for consumers.
5. Incorporating Sensory Feedback: Many consumers reported a warming sensation when using Optic White O2, which was initially overlooked in Colgate’s communications. By re-angling this feedback to suggest that warmth indicates the product’s efficacy, Colgate tapped into an unaddressed consumer perception, enhancing the product’s appeal.

Conclusion

Colgate’s experience with Optic White O2 in APAC markets underscores the importance of understanding and leveraging consumer beliefs through behavioural science. By aligning product communications with cultural contexts and consumer perceptions, brands can overcome challenges and create more meaningful connections with their audience. This approach not only helped Colgate address consumer skepticism but also repositioned Optic White O2 as a trusted and effective whitening solution tailored to regional preferences.